Customer Experience Measurement - Part 3

-Bottom Line from Metrics Subject

You can get data on actual customer behavior in the same manner you do for descriptive metrics. In both scenarios, you utilize analytics tools to extract data from internal systems such as contact center logs and CRM databases. In both circumstances, customer information must be precisely matched to survey respondents. Otherwise, you won't be able to establish a consistent chain of cause and effect.

Making that match is simple if you know who you're surveying, as you will if you contact a particular customer by phone or email. When you combine these measurements—the perception metrics and the result metrics—you will discover how the customer perceived a relationship, what transpired during the contact, and the business effect of the interaction. This will allow you to identify problems to fix or growth opportunities, create clear business cases that get organizational support, and drive continuous progress over time.

-Connecting The Dots Across Your Measurement Framework

All effective measuring programs illustrate the linkages between customer experience quality, the factors that influence it, and business outcomes. You must also accomplish this with your program, and your customer experience measurement framework will assist you in doing so. To evolve that framework over time, consider what you're measuring in the context of customer experience pyramids.

1- Meets Needs

2- Easy

3- Enjoyable (The Best Level of professionalism)

1- Meeting Customer Needs

Meeting customer needs is bedrock. It will make or break your business outcome, which is the most crucial factor influencing loyalty. That is why the first and most crucial question when assessing your customer experience with your goods, services, and channels is: Have we met our customer's needs? The specific wording of the inquiry will vary depending on the sort of goal the customer is attempting to achieve and what touchpoint, such as a product or communication channel, they are utilizing to achieve it.

For instance, a customer service employee may ask the customer whether his problem was handled, partially, or not at all. And it has been regular practice to provide in-store customers with a link to a web-based that, among other things, asks whether the customer found all she was searching for.

2- Easy Service or usability of the product

Ease of doing business may also be very significant to your customers and increase loyalty to your firm. To measure it, ask customers how much effort they put in to meet their demands. For instance, some businesses ask consumers how many calls, chats, or contacts they took to fix a problem and whether that number was acceptable.

3. Your services and products should be enjoyable.

Emotional engagement—how enjoyable something is—is frequently disregarded in measuring programs because it feels too squishy to drive corporate development.

Many of the things we believe help customers, such as offering limitless product variants or service options, are the inverse of delightful since they generate anxiety and impede decision-making. Furthermore, it is difficult to maintain a pleasurable experience from beginning to end.

The final component, enjoyability, is very difficult to define. Why? First and foremost, enjoyability is subjective. What one individual finds amusing, another considers ridiculous. Skydiving, anyone? Maybe you tried it and thought it was nice, but it might not be your thing. Furthermore, many of the things we believe assist customers, such as offering limitless product configurations or service options, are the opposite of delightful since they cause anxiety and impede decision-making processes. To top it off, it's difficult to maintain a positive experience from beginning to end.

Have you ever gone to the cinema to see an otherwise enjoyable film just to be disappointed by the ending? How about being treated like royalty when you consider joining up for a service, only to be disappointed by how you were handled once you paid?

Simply said, in today's experience-based economy, price is less important than experience. Making an emotional connection with customers is crucial. What matters? Meeting people's four core needs:

A- Comfort. Comfort is defined by the aim of removing stress and reducing complexity

B- Connection. People seek to connect with other people. Conversation and shared experiences are under the category of experience.

C- Variety. Variety is not only the spice of life but also the development path. However, having a limitless number of options is not the goal. It is about having options.

D-Uniqueness: People desire to feel exceptional in the world. This sense of uniqueness allows us to be positive about our opportunities

Thank You